News

29 September 2025, HONG KONG – In light of the escalating global challenges impacting children, cross-sector collaboration has become increasingly important. Hong Kong Committee for UNICEF (UNICEF HK), China Resources Longdation (CR Longdation) and Long Caring announced a landmark strategic partnership by signing a Memorandum of Understanding (MoU). This alliance is dedicated to advancing child welfare and promoting sustainable community development through innovative public engagement.

Driven by a shared vision of creating a child-friendly world where every child can survive and thrive, this partnership represents a novel approach to fostering social change. Its goal is to seamlessly integrate philanthropy into everyday life, making it easier for the public to support essential initiatives for children.

The ceremony was officiated by the Guest of Honour, Mr. Chan Sui Wai, Commissioner for Youth, Home and Youth Affairs Bureau, together with Ms. Judy Chen, Chairman of UNICEF HK; Mr. Zhang Wei, Chairman of CR Longdation; Mr. Zhou Ming, Chairman of Long Caring; Ms. Vivian Kong, UNICEF HK Ambassador; Ms. Zoe Ng, Member of UNICEF HK’s Fundraising Committee;  Ms. May Chiu, Executive Director of UNICEF HK, and other guests.

Mr. Zhou Ming, Chairman of Long Caring, introduced that the organization has established nearly 250 service points across all 18 districts of Hong Kong, reaching close to 400,000 citizens, with a particular focus on the development and protection of children and youth. Leveraging this extensive community network and localized resources, Long Caring will serve as a platform and bridge within the cooperation, channeling international resources into the community and ensuring effective local implementation. He emphasized, "By combining with CR Longdation’s commercial presence, the scope of public welfare initiatives will be further expanded. At the same time, through jointly organized activities and cultural projects, we aim to spread the values of care and inclusiveness. This cooperation will integrate international resources with local needs, creating more professional and sustainable support for children and communities in Hong Kong.”

Ms. Judy Chen, Chairman of UNICEF HK, expressed her gratitude for the commitment to social good demonstrated by CR Longdation and Long Caring. She emphasized the power of collaboration, "In the face of unprecedented challenges," she stated, "no single entity can succeed alone. This collaboration between CR Longdation, Long Caring and UNICEF HK exemplifies how we can weave a comprehensive safety net for children—one that is sustainable and resilient. Together, we are laying the groundwork for a more inclusive, equitable, and child-friendly society."

Mr. Zhang Wei, Chairman of CR Longdation, stated that the motivation behind the tripartite cooperation is to pool together the respective strengths of each party to establish a sustainable public welfare platform. He mentioned, "CR Longdation has been deeply rooted in Hong Kong for over 40 years, with an extensive property and service network; Long Caring has long been embedded in the community, accumulating rich charitable experience and strong execution capabilities; and UNICEF HK brings international standards and professional expertise. The three parties complement one another, combining ‘international advocacy × corporate resources × community engagement’ to truly integrate public welfare into people’s daily lives. This will help build a long-term mechanism that encourages society to pay closer attention to children’s rights, and jointly work toward a brighter future for the next generation.”

This partnership will leverage the unique strengths of each organization: CR Longdation’s extensive network of properties and services across Hong Kong, Long Caring’s deep-rooted experience in serving local communities and fostering inclusion, and UNICEF’s global authority, advocacy, and expertise in child rights. Collectively, they will mobilize resources and enhance public awareness regarding issues affecting children.

Through its diverse portfolio in catering, properties, and tenant collaborations, CR Longdation will establish multiple engagement points across its “Brim”series of restaurants and properties, with a focus on educating the public about child rights and youth development. This effort aims to spur community and youth involvement, raising awareness and inspiring tangible action on critical children's issues. CR Longdation will also become the first corporation to implement the “Every Child, Every Dollar” donation programme across its restaurants and hotel, with proceeds directly supporting UNICEF’s global work. Furthermore, ‘Every Child, Every Dream’, a canvas bag design competition was launched at the signing ceremony, inviting Hong Kong citizens to creatively envision a sustainable future.

UNICEF HK Ambassador Vivian Kong supported the event by introducing a special canvas bag design inspired by "Genesis of Green"—an educational game developed by UNICEF Young Envoys which raises awareness about climate change and clean energy's role in building “Child-Friendly Cities.” Details of the ‘Every Child, Every Dream’ initiative will be announced shortly, encouraging the public to take part and support the cause.

In a world where millions of children still face barriers to safety, education, and health, UNICEF HK, CR Longdation and Long Caring are demonstrating that collective strength can drive meaningful change. From creative contests to emergency aid, every initiative under this alliance represents a step toward a more inclusive, resilient, and child-friendly society.

The ceremony was officiated by the Guest of Honour, Mr. Chan Sui Wai, Commissioner for Youth, Home and Youth Affairs Bureau(third from right), along with Ms. Judy Chen, Chairman of UNICEF HK(fifth from left); Mr. Zhang Wei, Chairman of CR Longdation(fourth from left); Mr. Zhou Ming, Chairman of Long Caring(second from right); Ms. Vivian Kong, UNICEF HK Ambassador(fourth from right); Ms. Zoe Ng, Member of UNICEF HK’s Fundraising Committee(third from left); Ms. May Chiu, Executive Director of UNICEF HK(first from left), and other guests.

UNICEF HK , CR Longdation and Long Caring signed a MoU, forming a landmark strategic partnership dedicated to advancing child welfare and promoting sustainable community development through innovative public engagement.

The partnership represents a novel approach to fostering social change, with the goal to seamlessly integrate philanthropy into everyday life, making it easier for the public to support essential initiatives for children.